Proactive Claims Communication: Adding Value to Customer Service
As you know, it’s hard to earn your policy holders’ trust. In fact, it’s common for the insured to feel that their claim adjusters do not have their best interests at heart.
To make matters even worse, there are some former adjusters out there who confess to using corrupt practices (and their statements are easily located online).
Without the trust of the policy holder, the adjuster’s work is more difficult; and the insurer-client relationship can be damaged. Fortunately, there is a valuable (yet inexpensive) solution, which helps:
• build policy holder trust
• create better claim experiences for the insured
• and produce better outcomes for all stakeholders
The solution is proactive claims communication.
While this sounds “simple,” I’ve learned from experience that proactive communication is an extremely advantageous skill to apply to your customers’ claim experience.
By observing these four important tips for strengthening your proactive claims communication, you can add tremendous value to your daily operations:
1. Be ready to overcome negative preconceptions. Even though this isn’t the case, many of your policy holders see claims adjusters as “the bad guys” (or gals). However, by making a great first impression, this negative point of view can be overcome. Your first point of contact is crucial. Make it clear to policy holders right away that you are “on their side” – and that a thorough investigation will benefit them (as well as the insurance company).
2. Make the policy holder feel heard. Communication is a two-way street – which means that listening is important. By visibly listening to the policy holder, you can proactively diffuse a stressful situation. Make eye contact with policy holders. Record the conversations and take notes later. Make them feel heard – because when people feel heard, the feel more comfortable; and when people feel comfortable, they are more likely to share the truth.
3. Pay attention to the unspoken. Not all information is given verbally. Oftentimes, words are actually used to conceal the truth (instead of reveal it). Interviewing in a non-threatening manner, determining how to read body language, and uncovering important details by “reading between the lines,” can uncover information that will serve the policy holder and the insurer.
4. Practice transparency. Simply resolving a claim with a “satisfactory” result does not win customer loyalty; but transparent service will. When you tell your policy holders what to expect, they won’t be suspicious of the outcome. A quick, and transparent claims process that outlines next steps and timelines will help “reality” line up with “expectation” – which produces a heightened sense of customer satisfaction.
Over many years of “raising the bar” for service standards in the industry, I have learned that proactive claims communication adds remarkable value to customer service, retention and acquisition. If you feel that you would benefit from some guidance regarding your claims management practices, please don’t hesitate to reach out to me today. I’ll be happy to book a virtual meeting with you, to supply counselling, advice, and potential solutions (at no cost to you).
Article by
Dara Banga
President of DSB Claims